Lufthansa

Brand relaunch experience - #ExploreTheNew

Brand relaunch experience - #ExploreTheNew

On the 100th anniversary of the crane, Lufthansa's brand symbol, the German airline is newly positioning itself as a leading premium airline in Europe and, after over 30 years, is revamping its corporate design.

As part of the brand refresh, LIGANOVA was responsible for developing and implementing the internal communication campaign #ExploreTheNew and for the campaign design. In collaboration with other agencies, these were extended to a number of communication channels and to an exhibition.

There's no future without a past: At the exhibition "Design DNA" at the Lufthansa Aviation Center in Frankfurt, visitors can see how the design of the logo, livery, flight attendants' uniforms and co. have changed over the past 100 years and how they reflect the respective historical context. LIGANOVA was responsible for the concept, didactics, planning and implementation, as well for interactive elements and digital touchpoints (incl. AR, VR) at the exhibition. The exhibition could also be experienced at five further locations in Frankfurt and Munich, and virtually on a microsite.